Tanduay int’l expansion taps traditional, modern channels


    Tanduay Distillers Inc. is expanding its international reach as it recently inked deals with the largest US wines and spirits distributors, Johnson Brothers and General Beverage.

    Tanduay products will also be available in Europe by the end of the year, the company said in a statement.

    Tanduay can now be found in Hawaii, Nevada, Wisconsin, Florida, New York, New Jersey, Illinois, California, Tennessee, and Michigan, and in the territory of Guam. It is also available in China and Singapore.

    Tanduay president and chief operating officer Lucio Tan III has been aggressive in bringing the Filipino rum to more customers worldwide, making it available not just through traditional marketing and selling but tapping into online channels as well.

    “Even before the pandemic, we were already working on making Tanduay available through tech-driven channels. Last June, we launched an online selling site for our Filipino customers, shots.ph. In the US, we have partnered with Caskers and Flaviar, and we are also available through the online sites of our distributor-partners,” said Tan.

    “We’re combining our traditional practices in rum-making with new ways of marketing our products,” Tan said of Tanduay’s direction.